For the fourth successive year, Edwards Harvey was commissioned by Land Securities to organise and manage a special event at Maidstone’s Fremlin Walk shopping centre to mark the beginning of extended Christmas shopping hours.

Building on the successful formula of its 2007 event, which saw more than 9,000 shoppers visit the centre in just over three hours, the Edwards Harvey team got the evening off to a flying start with the arrival of Father Christmas, who handed out gifts to the winners of a local newspaper competition.

A spectacular parade followed, complete with a reindeer-drawn Santa’s sleigh, naughty elves, toy soldiers and dancing Christmas trees.

New to this year’s line-up was a team of huskies, which proved a huge hit. A choir and swing musician entertained visitors with carols and Christmas songs while Edwards Harvey staff served up mince pies, mulled wine and ale to add to the festive atmosphere.

Edwards Harvey also worked with the local theatre to bring its pantomime cast to Fremlin Walk’s flagship department store, House of Fraser, where shoppers were invited to meet the cast.